“Euro,” “outrage,” and “protest” are the words people chose in the traditional Word of the Year ranking for 2025 on the How do you spell it? platform. “Bulgaria,” “child,” and “Russia” are the most frequently used words in online media, according to media monitoring by Sensika Technologies, a partner of the initiative. The most frequently mentioned public figure in the media is Donald Trump, followed by Vladimir Putin and Volodymyr Zelensky.
The public vote as an analysis of the year
In fourth place in the vote, just half a percentage point behind “protest,” is “volleyball,” followed by “scoundrel,” “Gen Z,” “when pa–,” “capital D,” “budget,” and “locals.” Some of these words are fragments of larger expressions that are easily recognizable, such as “Who ordered this outrage?” and “a state with a capital D,” among others.
The two major themes of the past year found their logical reflection in the results. The first is accession to the eurozone. The second, protests, stood out toward the very end of 2025. This timing, combined with their explosive impact, proved decisive for the high ranking of the words “outrage” and “protest,” according to Dr. Pavlina Varbanova and Doroteya Nikolova, organizers of the study.
Veselina Sedlarska, another member of the jury, is convinced that no analysis of the past year is as short, clear, and precise as the list of ten words proposed by the jury for voting after discussing the suggestions submitted by the public.
“This is Bulgaria in 2025: joining the eurozone and anger toward corrupt and arrogant governance. And one bright spark – volleyball pride. To those who did not like the words, I say: the fault is not in the mirror,” she adds.
Public voting shows which words people perceive as most representative of 2025. They were selected by a jury made up of long-time observers and participants in Bulgaria’s public life, as well as language experts: Dr. Pavlina Varbanova, founder of How do you spell it?; Assoc. Prof. Georgi Lozanov, philosopher and media expert; Veselina Sedlarska, journalist and writer; Doroteya Nikolova, Bulgarian language and literature teacher and journalist; and Dr. Ivan Landzhev, poet and essayist.
Sensika supported this year’s edition with data and media monitoring, linking the results of the public vote with real trends in news coverage and online discussions. This makes it clear that these words are not merely symbolic. They are deeply embedded in the way events were presented, discussed, and understood.
The most frequently used words in the media
The twenty most frequently mentioned words in the media space are: “Bulgaria,” “child,” “Russia,” “Ukraine,” “USA,” “war,” “Europe,” “aid,” “president,” “politics,” “minister,” “support,” “price,” “euro,” “social,” “security,” “governance,” “ministry,” “commission,” and “family.”
It is noteworthy that two new words have entered the ranking: “euro” and “security.” The appearance of the common European currency is expected, while security worldwide is becoming increasingly fragile and highly valued.
Words born from context
These words did not emerge in isolation from context. Political tension remained high throughout the year, which ended with large-scale protests. Although they occurred toward the end of the year, media discussion of the protests was extensive enough for key protest-related words to outweigh others in the information environment. The most frequently used words function as linguistic signals that summarize complex events through instantly recognizable references.
Media coverage and online discussions often focused on individual figures rather than institutions, reflecting a highly personalized political environment. The names of Bulgarian political figures such as Boyko Borisov, Delyan Peevski, Rumen Radev, and Kiril Petkov were among the most frequently mentioned, alongside international leaders such as Donald Trump, Vladimir Putin, Volodymyr Zelensky, and Emmanuel Macron.
Donald Trump’s overwhelming lead in media mentions compared to other world leaders underscores the significance of the geopolitical actions of the US president. This combination of domestic and global figures shows how political debates in Bulgaria increasingly unfold in parallel with international developments, especially on issues related to war, security, and Europe’s political future. Trust, tension, and expectations are directed not toward abstract policies, but toward specific individuals.
Language as a mirror of society
The Words of the Year for 2025 capture a moment of transition and tension in Bulgarian society. “Euro” marks a key economic and political crossroads. “Outrage” gives voice to accumulated dissatisfaction. “Protest” shows how this dissatisfaction has turned into action.
Language does not simply follow events. It shapes how we understand and remember them. Looking at words through both public choice and media data offers a clearer picture of collective mood and the forces driving it.
For additional perspective, readers can also revisit the Words of the Year from previous editions, which show how language and public priorities continue to evolve.
Media analysis by Sensika for the campaign “Words of the Year 2025 with ‘How do you spell it?’”.
The figures reflect the total number of occurrences of the most frequently used words in the media that are significant to society. Data for some related words has been combined.
A total of 9,000,000 publications from over 9,000 Bulgarian-language information sources were indexed, including news websites, online portals, electronic media sites, blogs, and others.
